bausch lomb positioning1

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Segmenting, Targeting

& Positioning

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Segmentation

• India’s Population 1.16 billion

• People using spectacles every year 386 million i.e around 35% of total population

• India optical market is currently USD$ 28 billion

• Contact lenses 5% of total market in 2007.

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Indian Optical Sector: Market Segment

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• Contact lenses market in India USD $ 2 billion

• Market penetration of contact lenses only 5% compare to 30% in US

• Contact market increasing rapidly 30% YOY basis.

• Bausch & Lomb market in India is 60% of total contact lenses market.

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Contact lenses growth

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GeographicalSegmentation

Psychographic Segmentation

DemographicSegmentationDemographicSegmentation

Consumer

Focuses on tier 1 Cities and in tier 2 cities

Age group : 18- 30 yearsIncome above Rs 20000Graduates/post graduates/non graduates/junior/middle/senior executives

High Class A1, A2 and middle class B1, B2Need to look good

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Targeting

Target People in urban areas within the age group of 18-30 and have income above 20k/ month.

It has presence in major 100 cities in India.

VIDEOPeople who use lenses

Urban Population

Age group(18-30)

Income above 20k

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Targeting

• The target market for Bausch & Lomb contact lenses is Urban Males & Females in the age group 18-30, with spending capacities of over 20,000 INR per month.

• The major sales of any contact lenses are derived from this target segment.

• Initially, contact lenses were more popular with females of this age group, however times have changed and men are also an equally important part of the target market.

• Young, urban, affluent customers hold the key

• Over the years, the age profile of contact lens users has come down.

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• Bausch & Lomb made entry into the Indian market in 1993.

• At the beginning of 1994, Bausch & Lomb was in strong position in the US optical products and eye-care sector

• Over this time period Bausch & Lomb has changed the eye-care market with semi-soft and hard contact lenses giving way to soft contact lenses

• In 2000, Bausch & Lomb India Ltd (B&L) plans to aggressively focus on consumers in the 15 to 25 age group

• The `WOW' factor in B&L's:

The positioning was shifted from `see better and look better' factor to `confidence and feel better' factor

POSITIONING

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• B&L concentrates on five significant events in a youth's life:

First date, leaving school, getting into college; getting a new job; and marriage.

Then, B&L soft contact lenses positioned as essential `confidence enhancing' fashion accessory.

• Strengthen its fashion and fun positioning B&L launched Softens Starcolours, a range of disposable coloured contact lenses.

• College theme: It was aired in April to coincide with the new academic session. The company revamped its entire merchandise look in the marketplace.

POSITIONING

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• NOW Bausch & Lomb have highly penetrated brand Image as:

Style Statement for youth. Fashionable star colours contact

lenses. Softens contact lenses. Disposable contact lenses. Economical contact lenses. Hygienic contact lenses.

POSITIONING

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• Bausch & Lomb : iConnect

Iconnect is Positioned as new youth lenses and economical lenses.

Specially designed keeping youth in mind.

iconnect contact lenses are reasonably priced at Rs. 500 for three pairs.

To penetrate its positioning in youth. B&L runs iconnect Model Hunt on facebook.

B&L POSITIONING for their various products.

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• Bausch & Lomb :SofLens® daily disposable. Outstanding all-day comfort.

High Definition (HD).

Specially designed for:

Teenagers.

20s and 30s eyes.

No daily cleaning, storage, or care required; wear them for a day, then, throw them away.

B&L POSITIONING for their various products.

Before After

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• Bausch & Lomb : Soflens 59 Monthly

Disposable

India's number 1 monthly disposable lenses.

Comfortable as wearing nothing in the

eye. Comfortmoist Technology & 59% water

content.   Specialy designed for:

People who lead an active life. 

B&L POSITIONING for their various products.

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• Bausch & Lomb : PureVision 2 HD the first lenses made using our unique AerGelmaterial, delivering

exceptional vision, with outstanding comfort and health.

eye. Designed for:

20s and 30s eyes.

• Bausch & Lomb : Annual Lenses Extremely affordable lenses, ideal for first time wearers. Annual replacement schedule

B&L POSITIONING for their various products.

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• http://www.bausch.in

• http://www.financialexpress.com/old/fe/daily/20000214/fst14077.html

• http://www.wikinvest.com/wiki/Bausch_%26_Lomb• www.bausch.com/.../Contact-Lenses • www.livemint.com/2011/06/.../Bausch-amp-Lomb-enters-

pharm.ht

Bausch & Lomb(References)

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